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by ahadzadeh
Wed Dec 27, 2017 8:27 pm
Forum: Application of PLS
Topic: Brand Equity
Replies: 1
Views: 1105

Brand Equity

Hi everybody,
Can we consider the "Brand Equity" as a higher-order construct which includes five first-order constructs (perceived quality, customer loyalty, ...)?
My second question is about the measurement model of BE (formative or reflective)?